Innovid, the independent software platform for the creation, delivery, measurement and optimisation of advertising, has announced the launch of its Live Content Certification programme – an initiative designed to ensure seamless, reliable third-party ad serving and measurement in live streaming environments, including sports. Disney, Fox, NBCU and Paramount are the first publishers to start and complete certification, including support for live sports inventory.

While Innovid already supports ad serving in live environments, this certification programme stress tests the unique needs of those environments in scenarios designed to isolate live inventory from VoD. Publishers undergo hands-on testing that simulates the complexity of live sports. The result is granular, impression measurement, verified creative and tag specifications, and independent measurement capabilities, ensuring a frictionless ad experience for brands investing in live sports.

“Disney’s leadership in live sports and entertainment has always been driven by innovation – for advertisers, consumers, and the marketplace at large,” said Lexi Swift, VP of Addressable Sales, Disney. “After launching the industry’s first live content certification programme for demand-side platforms, we’ve continued to expand how brands can capture real-time engagement around the most dynamic, culture-defining stories. Through this recognition with Innovid, we’re continuing to advance how brands and audiences connect with Disney during every can’t-miss live moment.”

The first phase of Innovid’s Live Content Certification programme focuses on ensuring seamless ad delivery and measurement in live sports environments. This includes hands-on testing, verifying creative specifications, and analysing impression and measurement tracking to ensure accuracy. Looking ahead, the program will expand to additional areas of opportunity for advertisers, including advanced creative.

“As live sports viewership continues to grow across streaming platforms, publishers and advertisers alike are seeking standards that ensure consistency, accountability and performance,” said Christopher Murphy, SVP, Strategy & Business Development, Innovid. “With Innovid’s Live Content Certification programme, we’re ensuring that advertisers and publishers can execute and measure live streaming sports with the same efficiency, transparency, and reliability they expect from on-demand content. This is an important step in strengthening advertiser-publisher collaboration, making live sports in streaming more seamless, measurable, and scalable.

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Tags: Disney, Fox, Innovid, paramount